Research On Optimization Of Public Service Brand Extension Strategy Based On Perceived Fit

The National "14th Five-Year Plan" proposes to promote the development of highquality public services to enhance people’s sense of access,happiness and security.In the era of new consumption,more and more traditional forms of consumption and services are actively integrated into new consumption scenarios in order to seek breakthroughs.In this context,many public service brands have begun to seek transformation,revitalizing their original service forms with new consumer products in order to better intervene in people’s lives,with cross-border extension of brands into new consumer products being the most effective strategy.This paper first compares the current status of research on public service branding,brand extension and service brand extension through literature analysis,and provides an overview of the theoreticaxxl development of perceived fit.After that,the brand extension consumer evaluation model in the physical domain is used as the basis,and the public attributes and service characteristics are incorporated to build a brand extension evaluation model in the public service domain,and the model fit is verified by SEM(structural equation modeling)and path verification.The next step is to take the constructed evaluation model as a guide,output the design principles,and select the actual extension case of "The Memorial Hall of the First Communist Party of China-YI Coffee" as the research object,and carry out design practice and optimization of communication strategy.The protocol was finally evaluated by means of an eye-movement experiment combined with a questionnaire,and the conclusions showed that the final optimized protocol received a higher extended evaluation.This study further explores the brand strategy in the context of extension by constructing a public service brand extension evaluation model to guide the brand design of extended products,and other types of brand extensions can also be designed on the basis of moderate revision and verification of the model,thus establishing a new path for research related to brand extension evaluation and a new model for extended brand design.